In a recent LinkedIn post, Ross Simmonds, founder of Foundation, issues a strong critique of the traditional agency model, particularly targeting large conglomerate agencies and their effectiveness in the modern marketing landscape. Simmonds argues that many enterprise companies are not facing a content problem, but rather an “agency problem,” suggesting that the established structures of large agencies are ill-equipped to handle the speed and innovation required today.
“I’ve realized most enterprise companies don’t have a content problem. They have an agency problem. Most conglomerate agency partners can’t solve modern marketing problems because the model isn’t built for speed or innovation… They’re built for billing.”
Simmonds elaborates on this point, asserting that while these large agencies may sell the “idea” of innovation, their underlying operations often rely on outdated strategies and buzzwords. He highlights a disconnect between the promises made and the actual results delivered, often characterized by “lavish slide decks with 2019 playbooks that don’t work any more.” According to Simmonds, this approach leads enterprises to “get the short end of the stick.”
The Illusion of Safety in Big Agency Names
The appeal of large, well-known agency names is understandable, Simmonds acknowledges. “Big names feel safe,” he writes. However, he contends that this perceived safety often comes at the cost of genuine progress and effective marketing outcomes. The focus, in his view, has shifted from client results to billable hours, a model he believes is fundamentally flawed for current market demands.
The Rise of Smaller, Agile Teams
In contrast to the perceived shortcomings of large agencies, Simmonds expresses strong support for smaller, mid-sized agencies and fractional marketers. He champions these entities for their ability to “actually do real work. Work that helps customers win.” This is the ethos, he explains, that drove him to build his own company, Foundation.
“I hate seeing companies waste their time with big conglomerates who sell the dream but can’t deliver anything beyond an idea & slide deck.”
Simmonds points to the increasing capability of smaller, smarter teams, augmented by AI, as a disruptive force. He suggests that these agile units can outperform larger, more bureaucratic organizations that are still operating with outdated methodologies. The advent of AI, in his view, has acted as a significant “equalizer” in the marketing world.
The Era of Mediocrity is Over
The core of Simmonds’ argument is that the era of slow, mediocre marketing is drawing to a close. He observes that even the largest brands are beginning to recognize the limitations of the traditional conglomerate agency model and are seeking more effective solutions. This shift is driven by the understanding that speed, innovation, and a results-oriented approach are paramount.
“The biggest brands in the world are leaving the model because they know a small smart team with AI can do more than a conglomerate stuck in 2019 with a focus on billings more than results… The era of mediocrity and slow work is over.”
Simmonds concludes with a bold statement, signaling a potential disruption in the industry: “Time to eat the conglomerates for breakfast.” This sentiment underscores his belief that the established players are vulnerable and that a new, more effective approach to agency services is not only possible but necessary.
📝 About This Content
This article is based on insights shared by Ross Simmonds on LinkedIn.
📅 Originally posted on February 16, 2026 | View original post on LinkedIn →